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Prophet, May 1, 2009 — Stories of marketing heroes who transform poorly performing brands never fail to enthrall us. But why do some brand leaders wait until their brands are at the breaking point, and at risk of joining such brands as Radio Shack, 7Up, or the GAP, for which renovation may be too late?
Prophet, February 1, 2009 — Luxury brands face no small dilemma these days as they try to deliver growth without compromising cachet—all against the backdrop of a severe global recession that’s sure to challenge their fabled resistance to downturns. (Marketing News)
New York Times, November 10, 2008 — As the economy rapidly deteriorates from flourishing to floundering, marketers are scrambling to remake their advertising so products seem affordable and sensible rather than indulgent and fabulous. For many big marketers, including automakers, retailers, consumer product companies and even financial services, a major shift in consumer psychology spells an end to the aspirational advertising that has dominated their campaigns for the last decade.
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